Con$umeri$m and Christianity

Is the church becoming involved in a form of consumerism? What is consumerism? How does it relate to Christians? asks Kerrilynn Harris.

I’m not really into brands or image but I do feel the pressure to conform at times. The culture of consumerism has imparted in me a desire to create my own religion, picking bits from here and there to suit my needs.

But first a quick explanation of consumerism— consumerism is a modern movement that believes consumption of products is good for the economy. It’s also an attachment to possessions, where buyers believe that buying more improves their status and value in society.

Buying all the right brands, such as Ripcurl, Emily the Strange, World Industries or whatever other brand takes your fancy doesn’t make you a better person, as advertising constantly tries to tell everyone. Companies are using people to advertise and sell their brands. When a person buys an item as a result of advertising, others see them wearing/using that brand, remember the ad they have seen and feel pressured to buy the item. They see how much happier or better off the other person seems to be. It’s a vicious cycle that spreads around the world.

There’s a lot of emphasis on things and the accumulation of them, rather than on the value of human life, morality, values and meaning. Meaning is often sought through things, image and the power that supposedly comes from the possession of those things. Ecclesiastes 5:10, 11 says, “Whoever loves money never has money enough; whoever loves wealth is never satisfied with his income.

This too is meaningless. As goods increase, so do those who consume them. And what benefit are they to the owner except to feast his eyes on them?” (NIV).

Consumerism has two sides—many parts of the world have never had it so good but the darker side is a system that exploits developing countries and migrant workers. Many of the clothes you and I buy are made in a sweatshop or by an outworker. They’re not necessarily made overseas, either. There are outworkers in Australia who are exploited and paid well below the minimum wage, around $A2 or $A3 per hour. Outworkers are usually migrant women who do not know their working rights in Australia; they work from home in poor work conditions, toiling long hours to meet deadlines.

While there are laws in Australia regarding minimum wage and workload, the problem lies in making sure the laws are enforced. Usually outworkers are isolated from others and not registered. They are also often afraid of reporting their work conditions, as they might lose their job. Australia is trying to deal with problems that arise with outworkers and unfair work conditions.1 While Australia and New Zealand are dealing with the effects of consumerism, there are people in developing countries working in similar or even worse conditions, struggling around the clock to meet deadlines to make fashionable clothes for people in rich countries to buy.

An example: Sir Philip Green, one of Britain’s richest men, has clothing made in factories that pay workers less than $US8 a day. His clothing line—which included the Kate Moss range that was sold at TopShop—sells for many times more than what the workers are paid. So where is  all the money going? Obviously Sir Philip is getting a fair share of the money, since he is one of Britain’s richest men.

Workers were enticed into working in the factories with promises of better pay but once they started working, they received as little as $US1 an hour with no sign of the promised better pay. These workers were also taken to Mauritius from their home country. Some factories paid different nationalities lower pay. All the while, Sir Philip Green is running around in his expensive clothes, sailing his yacht and spending up to $10 million at a time.2 Unfortunately, this example is true in many parts of the world and for many people. All for what? An item of clothing, labelled or not.

Dan McDougall from The Observer points out that “Consumers in the West should not only be demanding answers from retailers as to how goods are produced but looking deep within themselves at how they spend their money.”3 Why are we as Christians letting this happen? Proverbs 31:8 says we must “speak up for those who cannot speak for themselves; ensuring justice for those being crushed” (NLT). As Christians, we have an ethical duty to our fellow human beings to love, respect and value people regardless of what the current culture is saying about values. In a world where money is more valuable than human life and power is more important than values, we as Christians should be standing up for what is right, just as God’s Word and values are timeless. 1 John 3:17 tells us, “If someone has enough money to live well and sees a brother or sister in need but shows no compassion—how can God’s love be in that person?” (NLT).

Too often I have noticed people being valued by what they do for the economy, rather than who they are. In fact, whenever someone asks me, “What do you do?” I already feel valued by what I do, rather than who I am. God values people regardless of what they do or don’t do. We don’t change God’s standard but ask God to bring us to His standard.

The church is also becoming involved in a form of consumerism, in which members pick and choose churches and spirituality as they please. There is a church to suit everyone, from traditional to modern.

An article called “iChurch: All we like sheep” by Skye Jethani on <ChristianityToday.com> discusses some fascinating points about consumerism and the church. It points out that Christianity is now seen as just another brand consumers can add to their collection of things/brands. “Conversion (to following Jesus) in the US seems to mean we’ve exchanged some of our shopping at Wal-Mart, Blockbuster and Borders for the Christian bookstore down the street. We’ve taken our lack of purchasing control to God’s store, where we buy our office supplies in Jesus’ name.”4 Now Australia and New Zealand may not be as extreme as America but the point the writer makes is clear. I had not thought about Christianity in this way but it makes sense to me.

I too have struggled with consumerism, not just in the church but in other areas of my life. After reading the article, I came to a point where I realised I did not want consumer Christianity. I do not want to “consumerise” God.

Another interesting point regarding consumerism is that while humans have never had good self-control, this is the first time in history a culture has been built on lack of self-control. In other words, an economic system has been created that relies on human’s lack of control.

It’s important to note that no matter how much Christianity is portrayed as being cool and trying to attract people into the church, truly following Jesus is not “cool” and never will be. As it says in Matthew 24:9, 10; “Then you will be arrested, persecuted, and killed. You will be hated all over the world because you are my followers. And many will turn away from me and betray and hate each other” (NLT).

Many times I’ve noticed that Christianity is portrayed as being cool and attractive, and have thought to myself, This isn’t God.

God doesn’t lure people with shiny things—He woos their heart, longing to show His love to them and have a relationship with them.

The culture of consumerism is built on the opposite of this; feeding on people’s weaknesses and desires, tempting them. It takes away the heart of Christianity by allowing people to be able to pick and choose what they want from religion, creating their own so-called spirituality. I have found myself doing this, thinking to myself, Oh I like this idea, I think I will take that on as part of what I believe, or, This church does not meet my needs, is there a better church for me?

Are we exploiting faith, commodifying it and taking out the unpalatable bits to create mass-market appeal? Jesus chased money changers out of the temple (see Matthew 21:12) because they were taking away from the fact the temple was a “house of prayer” (verse 13), which implies there’s something wrong with commercialising aspects of faith.

We’re surrounded and immersed in contemporary culture, and we need to figure out where it ends and we begin. In a spiritual marketplace, we need an authentic faith—not a tinny replica made from an assortment of elements.

God allows us to make our own choices but the decision to follow Him is the most important one we’ll ever make. We need to make sure our faith is real, rather than a consumer knock-off.

1. Sweat Shops in Australia, Christina, http://www.actnow.com.au/Issues/Sweat_shops_in_Australia.aspx

2. Revealed: Topshop clothes made with “slave labour,” Claire Newell and Robert Winnett, http://women.timesonline.co.uk/tol/life_and_style/ women/fashion/article2241665.ece

3. Indian “slave” children found making low-cost clothes destined for Gap, Dan McDougall, http://www.guardian.co.uk/world/2007/oct/28/ ethicalbusiness.retail

4. iChurch: All we like sheep, Skye Jethani, http://blog.christianitytoday.com/outofur/archives/2006/07/from_lord_to_la.html